Go-Ahead
Successfully selling places to visit in the South East to Londoners.
And ease of access to London to those in the South East.
The challenge
Rail in the South East works in both directions. Go-Ahead wanted more Londoners to see the region as somewhere worth visiting, and more people in the South East to see how easy it is to get into London.
Our approach
Customer advertising aimed at each audience: places to visit for Londoners, and ease of access to the capital for people living in the South East.
Southeastern High Speed
For Go-Ahead’s Southeastern, we launched the UK’s fastest train service: the brand, tone of voice and campaigns to drive passenger uptake.
What changed
A 68% increase in awareness — the most recalled of any train operator — and a 46% increase in familiarity and favourability. Revenue rose 300% in one quarter, and the campaign won two CIM Travel Marketing Awards: Best Radio Campaign and Best Poster Campaign.